Five articles that have us buzzing this week
‘Not A Marketing Moment’: Brands Increase Support For AAPI Causes Through Donations And Dialogue
In pretty much all areas of business, there is a level of personalization or differentiation, whether it is personalized marketing communication or differentiated management styles to fit your team. Not until the recent tragic events impacting the AAPI community has this concept been brought into a company’s philanthropic efforts and the marketing surrounding them. We need to realize as humans and companies that not all marginalized communities need the same type of support and we need to increase the dialogue to fully understand what each community needs.
Google takeaways from navigating the pandemic
Employees and leaders of companies big and small had to make drastic shifts in how they did business last year. This article gives a good perspective from Google’s leaders on how it affected their business. The quote that stood out the most was “history shows us that pandemics don’t change things. They just accelerate shifts that were already underway.” COVID-19 made every customer digital-centric and since this will probably not go away, digital marketers need to understand how this affects their customers and how businesses need to shift in the long term to meet customers where they are.
10 Psych Principles to Attract and Grow Your Audience
Consumer behavior is changing every day and the change only ramped up due to the pandemic, see above article. Marketers have in turn been feverishly trying to keep up with the trends and moving many of their activities to the digital space. However, as the pandemic is (fingers crossed) ending, we need to take a step back and make sure we are still satisfying customers basic psychological wants and needs and that we have not strayed too far from the fundamental concepts of marketing.
B2B Myopia: Brands And Visitors Disagree On What Works On Websites
This article throws a lot of statistics out there on differing opinions between marketers and B2B customers. However, I think the biggest two takeaways are what they agree on and what to do with this information. First, “both sides agree on the need for answers to questions, easy navigation, expert advice and insights and video and visuals.” B2B marketers need to be the source of truth for their prospects and provide them with industry leading knowledge out of the gate to assist them in their buying journey. Second, I think what all these statistics show is the need to listen to your specific consumer and develop a website based on what they want to see. This may mean reducing the flashiness of your website or reducing the number of CTAs but if it means more leads then it will be an effective strategy.
Google’s FLoC poses a threat to identity solutions and advertisers
We have been talking about FloC for a while now but this an interesting alternative take on the rollout. As digital marketers, we rely on many partners for targeting and advertising services but with FLoC and other first party initiatives, we would rely on Google and other big tech companies more than ever. For companies using these platforms for marketing, we need to start taking a closer look at our own first party data as a starting point and then filling in the gaps with these new technologies.